| Record ID | marc_openlibraries_phillipsacademy/PANO_FOR_IA_05072019.mrc:7231751:2663 |
| Source | marc_openlibraries_phillipsacademy |
| Download Link | /show-records/marc_openlibraries_phillipsacademy/PANO_FOR_IA_05072019.mrc:7231751:2663?format=raw |
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100 1 $aSutherland, Max.
245 10 $aAdvertising and the mind of the consumer :$bwhat works, what doesn't, and why /$cMax Sutherland and Alice K. Sylvester.
250 $a2nd ed.
260 $aSt. Leonards, NSW :$bAllen & Unwin,$c2000.
300 $axv, 326 p. :$bill. ;$c23 cm.
500 $a"New revised international edition"--Cover.
504 $aIncludes bibliographical references (p. 304-315) and index.
505 0 $apt. a. Why advertising has remained a mystery for so long -- 1. Influencing people : myths and mechanisms -- 2. Image and reality : seeing things in different ways -- 3. Subliminal advertising : the biggest myth of all -- 4. Conformity : the popular thing to do -- 5. The advertising message : oblique and indirect -- 6. Silent symbols and badges of identity -- 7. Vicarious experience and virtual reality -- 8. Messages, reminders and rewards : how ads speak to us -- 9. What's this I'm watching? the elements that make up an ad -- 10. The limits of advertising -- pt. b. What works, what doesn't, and why -- 11. Continuous tracking : are you being followed? -- 12. New product launches : don't pull the plug too early -- 13. Planning campaign strategy around consumers' mental filing cabinets -- 14. What happens when you stop advertising? -- 15. The effectiveness of funny ads : what a laugh! -- 16. Learning to use 15-second TV commercials -- 17. Seasonal advertising -- 18. Underweight advertising : execution anorexia -- 19. Why radio ads aren't recalled -- 20. Maximizing ad effectiveness : develop a unique and consistent style -- 21. Sequels -- 22. Corporate tracking of image and issues -- 23. The web : advertising in a new age -- 24. 'Mental reach' : they see your ad but does it get through? -- 25. Measurement of advertising effects in memory -- 26. The buy-ology of mind.
650 0 $aAdvertising$xPsychological aspects.$0(NOBLE)910
650 0 $aConsumer behavior.$0(NOBLE)18679
700 1 $aSylvester, Alice K.
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901 $a2135575$bIII$c2135575$tbiblio
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